Claire’s wants to win over Gen Alpha with viral squishy toys. YPulse told you last week that squishy stress-ball cube NeeDoh and squishy dumplings are the must-have toys of the season, especially among Gen Alpha. Young shoppers are “squishy hunting”—setting out in search of squishy fidget toys in stores and posting video hauls of their lucky finds on social media. And though it’s known for accessories to older gens, Claire’s has become a go-to squishy destination for these shoppers. They’re leaning into the trend by stocking up with popular brands like NeeDoh, Sunny Days, and Tataba, and posting their inventory online to attract young shoppers. The fidget toys are not just trending with kids and tweens, though. Gen Z is just as obsessed with the viral toys, which might mean that Claire’s could win over an older demographic with its strategy. (Ad Age)
👀 Read more from YPulse: Squishy Dumplings are Gen Z’s New Labubus on The Viral List
